Savvy marketing raises funds for St. Jude’s

The downturn in the economy has been hard on the nation’s merchants, and it’s been difficult for charities too. Many people worried about their jobs or their deflated stock portfolios are spending less and giving less, a normal reaction in uncertain times.

Contributions to nonprofits fell 2.3 percent last year in inflation-adjusted terms, and not much recovery is expected this year.

But almost everyone has some holiday shopping to do, and one charity has found a way to benefit from all that gift buying.

St. Jude Children’s Research Hospital in Memphis has assembled an array of retailers and catalog companies that is helping it raise money, including Neiman Marcus, Bombay Co., Kay Jewelers and even Gurnee Mills mall.

Neiman Marcus is donating a portion of the sales from the first 12 pages of its ritzy Christmas catalog. Bombay Co., the furniture and accessories chain, is selling “Jackson,” a limited edition Teddy bear, and donating 10 percent of the purchase price.

Gurnee Mills is focusing its entire holiday campaign this year on raising awareness and money for the hospital, which is credited with boosting survival rates for the most common form of childhood leukemia.

For the second time, the far north suburban mall will host a St. Jude’s radiothon in conjunction with country music station WUSN-FM, US*99, in its “show court” near the J.C. Penney store.

It also will be hosting special events such as a children’s pajama party Dec. 14.

“We’re asking shoppers to purchase pajamas, blankets, stuffed animals–anything that will give hospital-bound children comfort,” said Peg Brandle, the mall’s general manager. “We will box them up and send them on to St. Jude’s.”

Cash donations will be accepted as well, and donors will receive a shopping bag full of special discounts.

Why is St. Jude’s getting such special attention from retailers all around the country?

It’s a combination of savvy marketing and a cause with heartfelt appeal. The hospital founded by the late entertainer Danny Thomas is committed to finding cures for catastrophic childhood diseases. Families without insurance are never asked to pay.

The retail affiliations are paying off handsomely. The program raised $4.7 million for St. Jude last year and a total of $20 million since it was created in 1998.

Was that IIII or IV?: Brian Byers of South Bend, Ind., is an astute observer, so he couldn’t help noticing an embarrassing error in one of Marshall Field’s State Street windows.

The colorful clock has Roman numerals on its face, but the Roman numeral IV is presented as IIII.

A simple mistake, perhaps, but Byers is baffled how “it managed to get past so many scrutinizing eyes.” He suspects the poor state of the American educational system is to blame.

It may be inaccurate, but it was intentional, Field’s says. Many of the clocks around Field’s, including the 105-year-old “great clock” on the corner of State and Washington Streets, have the number marked as “IIII.”

Field’s executives believe the 4 originally was portrayed that way to avoid confusion with 6, which is VI in Roman numerals.

In a letter, Amy Meadows, Field’s visual marketing manager, thanks Byers for his “sharp-eyed observation” and explains that it was “our desire to be historically accurate that led us to make the choice we did.”

Apparently the clock’s original designers didn’t have a very high opinion of the U.S. educational system either.

New grocer in town: Trader Joe’s, the eclectic grocery chain from California known for its exotic products and reasonable prices, opened its first store in Chicago last week at 3745 N. Lincoln Ave.

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Trader Joe’s is next door to CB2, the Crate & Barrel spinoff aimed at trendy 20-somethings. The store’s grand opening will be held Friday.

Another Trader Joe’s will be arriving soon in Batavia, joining eight other stores in Chicago’s suburbs.

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